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Innovative buying

Four MSA were responsible for the introduction of a unique method of media buying in order to raise awareness of local clinical trials for asthma sufferers across 35 cities in the US.

Through a unique reverse buying technique, local radio stations were asked to outbid one another through an auction-style scenario, in order to win the client’s campaign.

The campaign resulted 6 million radio impressions – double the amount expected, and a print reach of 458,00.